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The Wall Street Journal’s new luxury magazine, WSJ., will reach nearly a million readers beginning Saturday. The publication - 100 pages, with 51 advertisers, 19 of them new to the Wall Street Journal - will be included in about 800,000 copies of the Wall Street Journal’s Saturday edition.
The Wall Street Journal has a total circulation of about 2 million on Saturdays; WSJ. will only go to subscribers and to newsstands in 17 large markets. An additional 160,000 copies will be distributed overseas.
The publication is going to a particularly affluent subgroup of subscribers - the group has an average household income of $265,000.
Advertiser categories in the issue include fashion/retail and jewelry/watches, travel, real estate, financial, wines/spirits, auto, and tech. Nearly half of the advertisers bought globally in the U.S., Europe and Asia, and “a number” have already committed to the magazine for 2009, according to the Journal. WSJ. will be published quarterly for now, but plans to go monthly next year.
Luxury goods advertising has outpaced mass-market and b-to-b ads in recent years, and several publishers have attempted to make the most of the trend by launching luxury pubs, writes The New York Times, which launched its own successful ‘T’, a style magazine, in 2004.
The first issue of WSJ. includes feature articles on topics like business executives, philanthropy, feuding over the America’s Cup and canine couture. It also includes an article on Gov. Sarah Palin’s workout regimen - a feature planned long before she was announced as Senator John McCain’s running mate.
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